Moving. Pulsing. Motivating. Nomad’s brand for workout app Mvmnt promises to keep your heart racing

Mvmnt is a revolutionary home fitness brand that leverages the power of AI and motion-tracking technology to bring the experience of a personal trainer directly to your living room. Using Sky Live’s interactive camera, the technology tracks users’ movements and offers live feedback to optimise every workout. London-based strategy and brand experience company Nomad partnered with Sky Creative and WithU to develop a brand identity for Mvmnt that would energise and inspire time-limited exercise fans to continue their fitness journey, without the worry of gym fees or the hassle of travelling. As part of the overall visual system, the brand’s logo perfectly encapsulates the exhilaration of a Mvmnt workout. Taking cues from the motion-tracking technology, the team created an energetic symbol that combines the letter ‘M’ with a heightened heart rate pulse. Accompanying this is a wordmark set in custom lettering, with subtle accents that draw inspiration from the forms of the symbol. “The symbol represents movement, a pulse and an ‘M,’” Creative Director Ash Watkins explains. “The first letter of the wordmark is also an ‘m,’ so going for lower-case helped to create more of an even split between the two elements.” The choice of lower-case also feels more “friendly and informal,” according to Watkins, which aligns with the inclusive ambitions of the brand – “home workouts for everyone – beginner to buff.” The typeface itself, Aeonik, is a versatile choice as the primary typeface. “We knew that the font would have to perform across a deep user interface, while also being used for the more personality-driven marketing comms. Aeonik provided the right amount of character to hold its own in a display setting as well, effectively serving users with all of their data at the end of a workout.”